CeraVe, the #1 dermatologist-recommended skincare brand in the U.S., has inked a historic, multiyear agreement to become the Official Skincare and Haircare Partner of the NBA, uniting two global powerhouses dedicated to performance, well-being, and cultural impact. The deal brings together a brand revered for science-backed skin health and a league known for uniting and inspiring diverse audiences.
Partnership Highlights: More Than Just Courtside Product Placement
“At CeraVe, we are absolutely thrilled to join forces with the NBA because, like them, we believe in championing performance and well-being,” said Esther Garcia, CeraVe US General Manager.
“Our core mission is to make effective, dermatologist-developed care accessible to everyone. Our partnership with the NBA is an exciting opportunity to reach a truly unparalleled audience – one that’s passionate, engaged, incredibly diverse, and one that truly values performance, especially when it comes to their skin barrier, head to toe. Beyond the products, our commitment is to ignite a vital conversation about skin and scalp health by expanding access to dermatologists for all and fostering a holistic culture of self-care that empowers the entire NBA community, on and off the court.”
The NBA, for its part, views the deal as central to its broader wellness expansion: This partnership reflects the NBA’s commitment to expanding its lifestyle and wellness offerings…CeraVe brings trusted expertise and an innovative marketing approach that supports bringing the NBA experience closer to fans wherever they are, added Paolo Pastore, VP, Global Business Development, NBA.
Digital-First Campaigns, Onsite Activations, and NBA 2K26 Integration
The partnership strategy will meet NBA fans through multiple touchpoints:
- Season-spanning digital and social content, including collaborations with NBA stars like Anthony Davis, who was central to CeraVe’s successful Head of CeraVe campaign.
- On-site activations at major NBA events—the Emirates NBA Cup, NBA All-Star, and NBA Summer League—where attendees will find product sampling, skincare education, and interactive pop-ups.
- In-game presence on NBA 2K26, making skincare part of gaming and digital fandom culture.
CeraVe will also run product integrations at retailers across North America, tying the self-care message to sport, style, and everyday routines.
Care For All: NBA Clinics and Community Wellness
At the heart of the partnership is the Care For All youth initiative, where Jr. NBA clinics around the United States will team up with CeraVe to offer families and young athletes:
- Free dermatology screenings
- Product samples and skincare education
- Opportunities to learn about skin and scalp health from professionals
CeraVe’s mission is to ignite a vital conversation about skin and scalp health by expanding access to dermatologists for all and fostering a holistic culture of self-care that empowers the entire NBA community, on and off the court.
Culture, Diversity, and Changing the Face of Skincare Marketing
Part of what made this deal a slam dunk for both sides is the NBA’s reach into diverse communities: While the partnerships with [Anthony] Davis and [Paige] Bueckers were enough to prove that basketball-related content could lead to brand engagement, the NBA also stood out in part because of its diverse audience and wide reach, which aligned with CeraVe’s aim to target consumers across genders and racial identities, reports Marketing Brew.
NBA x Beauty—A Growing Trend
This landmark NBA partnership is part of a rising tide of beauty and wellness brands collaborating with global sports organizations:
- Fenty Beauty is the official partner of the WNBA’s New York Liberty.
- Sephora partners with women’s pro basketball (Unrivaled).
- CoverGirl is the official cosmetics sponsor for the Chicago Sky.
- Aramis (Estée Lauder) tapped NBA legend Dwyane Wade as global ambassador.
CeraVe and the NBA are rewriting the rules for brand partnerships, using sport’s cultural power to expand skincare access, educate fans, and support holistic well-being, whether on the court, on social, or in communities nationwide.
